7 Proven Strategies for Raising Website Conversion Rates
Conversion rates measure the value of your total Internet presence. Steering traffic to your website is just the first step. Unless visitors take action — in a word, convert — the most dazzling website is just a neon sign in cyberspace. Whether you’re using a website to sell or just capture contact information, a few simple strategies can boost your conversion rates and profits.
1. Regularly perform A/B tests
Create two versions of a page (A and B), then split incoming traffic between them and track results. Test headlines, page layouts and navigation by focusing on one hypothesis at a time. Keep buttons large and describe offers in language that sounds inviting — never hard sell. Test different ways to communicate key points including video. You can start simply: Google Content Experiments is free of charge, but you need two separate URLs for testing. More flexible options with a price tag include Optimizely and Visual Website Optimizer.
2. Create a clear, compelling value proposition
Visitors to your website need to know exactly what you can do for them. They also need to know, Why you? Why not someone else? Don’t waste time tweaking colors, fonts, images, and phrasing until you nail down a strong value proposition. Know exactly where your products and services stand above the crowd and capitalize on that value. Now distill that message into one incredibly hard-hitting, compelling statement.
3. Answer questions and address objections
Knowing your prospects’ value proposition requires that you climb inside their heads. What about your product or services will they have trouble understanding or believing? What conscious or even subconscious objections might make them hesitant to take your offer? Experienced sales people are masters at reading body language and subtle cues, but your online presentation has to cover all the bases.
4. Use a clear, authentic voice
Clarity will always trump clever ploys or complicated business language intended to charm, impress or persuade. Imagine that you are explaining your product and its benefits to your closest friend. When you find wording on your website that would never fit into that conversation, start reworking. If you are a B2B marketer, your website visitors are still real people — not the company.
5. Give your visitors the time they need
Asking for a buy or a sign-up too quickly can be a real conversion killer. Set up a sales funnel that allows visitors to learn more and browse without feeling immediately pressured to commit. Buyers of complicated or extensive products usually want and need more time. If you’re selling software, offer a demo or free trial. Find ways to reduce or eliminate risk.
6. Be credible and trustworthy
Sales guru Zig Ziglar said there are only four reasons people don’t buy: No need, no money, no rush, or no trust. Focus on the metric you can control and provide full contact details, including a physical address. Showcase the expertise in your organization and list credentials and respected affiliations. Make it possible to verify claims by offering testimonials and/or links to third-party evidence. Be professional in your language and website design elements. Broken links and grammar or spelling errors are credibility killers. Refresh frequently. Out-of-date information or a blog where the most recent post is six months old is screaming “We are struggling!”
7. Make it easy to buy
Whether your prospect is ready to click or not, the process has to be crystal clear. Every Grandma or a second-grader should be able to buy from your site within a minute or two. Every page needs to guide the visitor toward the next step. If your customers have choices to make, incorporate filters that make selection fast and easy. Keep ordering fields to a minimum, never force a sign-up in order to purchase, and communicate value before price.
Building trust, developing relationships, and proving your expertise are all critical to conversions. That’s where a full content marketing strategy comes into play, from white papers and case studies to published articles, newsletters, social media posts, and intriguing blogs. Sure, an aggressive editorial calendar is a tall order, but the payoff can be off the charts. Cost-effective professionals like Prose Media can ease that burden. Our strategists and content creation experts are always ready to deliver exactly what you need, when you need it. Sign up today for free access to our platform — and let’s get started.